Category: Brands

Mumbai: Trunativ, a leading wellness brand has collaborated with Frozen Bottle, a popular milkshake brand, to create a healthy milkshake offering. The collaboration aims to provide an indulgent yet healthy option for the audience. Trunativ’s everyday protein is unique as it is family-friendly and versatile, seamlessly blending with various food and beverage options without compromising taste and flavor.

As part of this collaboration, Frozen Bottle now offers an Add-on option of everyday protein with their entire shake range. This means customers can enjoy their favorite milkshakes, like the brownie shake, with an added 15g of protein without even noticing it. Additionally, they have launched an exclusive Frozen Bottle x TruNativ range of high-protein milkshake options.

“Frozen bottle has been a brand that’s been on the rise as a premium go to choice for milkshakes in the country. They have collaborated with brands like Kitkat, Cadbury and sunfeast for integrations in their menu. Trunativ is happy to join hands with Frozen Bottle to offer a healthy range of milkshakes with our Family friendly Everyday Protein. This collaboration solidifies the fact that the consumer is looking for healthier alternatives in snacking and indulgence as well, and brands are recognising this need and catering to it.” Trunativ founder Pranav Malhotra.

Trunativ has a track record of collaborating and co-creating high-protein product ranges with various brands like Nova Nova, MyFitness Peanut Butter, Ditch the Guilt Chocolates, and Italy in a Box. Their Everyday Protein is gaining popularity as a premier choice of protein for both brands and families.

The collaboration between Trunativ and Frozen Bottle represents two strong brands coming together to cater to a mass audience seeking guilt-free indulgence options. By offering high-protein milkshakes that taste great, they aim to capture the interest of health-conscious consumers looking for better choices in their daily diets.

Mumbai: sloggi, Swiss innerwear brand from the house of Triumph International, introduces a new movement with, ‘move comfortably through our world’, redefining the innerwear category.  Targeting, young Gen Z audience of 18-25 years, whose ideas influence the rest of the world, the brand is set to innovate its product line across markets, including India. The brand believes in innovation that goes beyond functionality and is focused on comfort that is, personal. 

Triumph International-India & Sri Lanka marketing head Bhavin Devpuria “With rapid urbanisation, growth in organised retail and surge in e-commerce platforms,  we are expecting spike in demand for sloggi in India, over the next five years. Specifically designed for the youth, sloggi’s product innovation and focus on comfort, will be a key driver of growth. Additionally, with over 50 per cent population, under the age of 30 and more women joining the workforce, market potential for intimate wear in urban and semi-urban cities, is bound to fuel the opportunity”. 

The brand caters to current consumer tastes and preferences for trendy and comfortable innerwear. Increasingly, the young audience is looking for minimalistic and practical styles/designs, that can be worn day long without feeling restricted or uncomfortable. They prefer simple and understated pieces, without too much fuss or embellishment. Minimalism in fashion, colorful and playful styles, is the in-thing, today. 

Using the latest and interesting technologies, sloggi’s core and premium label for both, men and women, uses a bold, joyous, authentic, inclusive and innovative, expression. With a strong belief in ‘nothing that should hold us back’, sloggi’s collection is meant for all body types-shapes and statistics. Its “Body Adapt” line is getting increasingly popular, and so is the, “Zero Feel” and “Go All round” collection that extends to comfort and versatility.

Conscious of sustainable materials used in innerwear, sloggi is committed to bringing innovation season after season, redefining, and reinventing comfort. The brand is known to have introduced its first products that revolutionized cotton and transformed the category. Priced between, Rs 500 – Rs 2,500, sloggi’s active innerwear line is available across, Triumph International stores and e-commerce platforms of Myntra, Nykaa, Amazon, TataCLiQ, shoppersstop.com, and lifestylestores.com. 

Mumbai: The writing instruments/pen market has a number of players – operating in the range of economy and premium products, and in terms of offerings from ballpoint pens, to liquid ink pens, gel pens, and even pigmented dye pens.

Pilot Pen, the renowned global writing instruments brand, announced its momentous entry as a sole entity in India, solidifying its commitment to creating an extensive distribution channel and formidable presence in the Indian market. The grand unveiling event took place at The Leela Palace Gurugram on 24 July, marking a significant milestone in Pilot Pen’s expansion journey.

With a vision of providing an exceptional writing experience, and crafting pens that would set a benchmark in the industry, PILOT established itself as one of the fastest-growing companies in the domain. They also have a dedicated R&D center that is equipped with Japanese test and measurement equipment to meet international quality standards. The group has been thriving in its dedicated domain owing to its continued efforts to strengthen the sales network and build production globally.

Addressing the press meet, PPIN Private Limited MD Hiroki Kisaichi brought out, “Today, 71 per cent of the Indian population is using smartphones. The overall economy has grown over the last couple of years. With their wide range of products such as roller ball pens, foundation pens, ball pens, markers, and more, they cater to the diverse needs of customers across India. Our current distribution network is around 60,000 and the target is to touch approximately 1,00,000 in the next one to 1.5 years.”

In an exclusive chat with Indiantelevision.com, PPIN Private Limited MD Hiroki Kisaichi and PPIN Private Limited VP – sales & marketing GP Srivastava delved into India as a significant market for the company, the focus of digital media and print media in their communication strategy, and more.

Srivastava mentioned, “The market size of the total pen category is about Rs 500 crore and the entire category, as well as Pilot Pen India, is growing at a rate of 30 per cent YoY. The division between the premium functional category vs the economy category is about 50:50. The premium-gifting category is slightly different, and pens upto Rs 1 lakh exist too – it is a very niche market. Even though we have options in the premium gifting range, we do not foresee as much growth in this category – significant growth is expected in the premium functionality category.”

In terms of the target group, he points out that the company is looking at targeting students – from schools and colleges, and also office-goers and corporates. “Out of these, 60 per cent of our sales would come from students, and the rest from office-goers and corporates.”

He adds further, “The strongest market for the company in India is the Northern region, and is further looking to tap the Eastern region. Through our R&D, we have also figured out that the tier II and tier III markets are growing.”

“We have signed on a leading agency to partner with us for our advertising and marketing needs. Though, we haven’t bifurcated the amount of spends yet for each of the mediums that we would be utilising, we are looking at a media mix of digital media and social media, along with print. We are not considering TV as our target group is present primarily on OTT and such mediums, rather than mainstream television. Value-wise, print would be more – but content-wise, digital and social media would be more,” Srivastava talks about the media mix for the upcoming communication strategy of the brand.

Emphasising the challenges that the company has faced and the lessons and learnings that they have imbibed since the last 40  years, of partnering with various other distributors, Kisaichi elaborates, “From our 40 years of experience, we learned a lot from various distributors. What is the consumer demand and mindset in India, how should we distribute our products – these were the huge challenges that we faced as a Japanese company coming to India. But we have the background knowledge of the association with our previous distributors, and according to that we have set up our first manufacturing plant.”

Srivastava pipes in, “The major learning for us is to know about the size of the pen market in India – how big India is, and how important India is as a market for us.”

Kisaichi points out that for Pilot Pen, Japan is the largest market, followed by the US, Europe, and China. India is poised to be the fifth-largest market for the brand.

Talking about retail expansion, Srivastava understands, “Our major chunk of the business comes from general trade – mainly 80 per cent. As we all know, India is a traditionally retail-oriented market, and it is expected to be so for some time. Around 20 per cent would come in from modern trade, e-commerce, etc.  We are also looking at launching our own EBOs – we are into the premium range of pens, and we have seen that our competitive brands are present at locations such as airports etc. Though the plan for EBOs is on the cards, it is not something that we will look into immediately or within this year – we will consider this later.”

Pilot Pen’s main competitor in India is Uniball. Some of the other brands have a product or two, but none of their other products is in direct competition with any of PPIN’s SKUs.

Talking about the exclusive technology used by PPIN, Srivastava tells, “In terms of the technology used, we only use liquid ink, and not gel or pigmented dyes. In terms of innovation, we have launched Frixion – across the globe, this product is doing tremendously well. However, in India the size of the market for this product is very minuscule. This product needs communication. Retailers do not have the time to explain to the consumer about the product, so as a company we had to do something about that because on the other hand, globally, other companies have done it. In France, Frixion has replaced the wooden pencil – so you can imagine the kind of potential this product has.”

“So, there are few products for which we couldn’t garner the full potential in the Indian market, so first we need to focus on those products. In our communication, we will focus primarily on Frixion and the V7 Cartridge (a refillable pen priced at Rs 60) which is targeted at students,” he goes on.

Deliberating on the future launches, Srivastava wraps up, “We plan to launch 100 SKUs in the coming times – in the first year, the number would be comparatively less, and post that we would be launching in phases.”

Mumbai: Acer, a leading PC brand, inaugurated its first dedicated gaming store on the ground floor, Mavelil Arcade S A Road, Metro Pillar NO: 800 Elamkulam, Kadvanthara, Kochi, Kerala- 682020. The new store, spanning over 700 sqft feet, offers an immersive space to explore and experience Acer Gaming products, catering to the growing gaming community in the region. 

Showcasing an extensive collection of cutting-edge gaming hardware, including high-performance laptops, desktops, monitors, gaming accessories, and peripherals, Acer’s gaming store is designed to create an immersive and dynamic atmosphere, allowing customers to explore the latest gaming innovations and try out products firsthand.

With this launch, Acer strengthens its commitment to the gaming industry and provides an unparalleled gaming experience to enthusiasts and gamers. Marking Acer’s 12 retail outlets in Kerala and its fourth flagship store in India, this strategic decision highlights Acer’s dedication to understanding the unique needs of its customers and solidifies its position as a trusted brand in the gaming market.

“Acer is thrilled to launch our first dedicated gaming store in Kerala,” said  Acer chief business officer Sudhir Goel. “This new store represents our dedication to the gaming community and our commitment to providing the best gaming experience possible. With an expansive range of gaming products and accessories, we aim to cater to the ever-growing demand for gaming technology in Kerala”.

To further expand its footprint in Kerala, Acer has ambitious plans to open a minimum of 15 exclusive stores in the state. These future stores will be strategically located to ensure easy access for gamers and technology enthusiasts across different regions of Kerala.

Mumbai: Maybelline New York has announced a collaboration with Microsoft that offers a new way to get ready for video calls with virtual makeup in Microsoft Teams.

The Maybelline Beauty App in Microsoft Teams allows users to adjust their personal style quickly and easily from directly within a Teams meeting. The virtual makeup looks provide a low-barrier way to try out different styles with the goal of democratizing makeup and empowering people with self-confidence- especially at work.

With this integration, Maybelline is taking its latest step into the digital makeup world.

“Maybelline’s mission is to give everyone self-confidence to express their beauty. Whether you are working in-person or virtually, feeling good about yourself can help put your best foot forward” said Maybelline New York global brand president Trisha Ayyagari. “That’s why we partnered with Microsoft Teams to develop virtual makeup looks – now even on the busiest day, you can put makeup on and get ready with just a click. We hope we make people’s lives a little easier.”

Powered by Modiface AI and developed in collaboration with the Geena Davis Institute, Maybelline aims to provide users with a range of looks to best suit their meetings, while allowing them to explore different makeup looks they might not have otherwise tried out.

Consider this your “virtual makeup bag,” equipped with all the must-have digital makeup products for our increasingly digital world. With a simple click, users can choose from 12 makeup looks to complement their own natural look and effortlessly feel their best. This is a first for one of the brands in the L’Oreal Group. The virtual makeup looks will be available as an option in Teams video calls starting today to those with a Microsoft Teams enterprise license.

“At Microsoft, empowering people through technology is at the core of what we do,” said Microsoft Teams vice president Nicole Herskowitz. “The new Maybelline Beauty App on Microsoft Teams is a great example of how, together with our partners, we are giving people more ways to express themselves in hybrid work environments using the power of AI.”

Mumbai: BlueStone, one of India’s leading omnichannel jewellery retailers, marks twelve years of satiating consumer desires as on 22 July, 2023.

Set up with the vision of revolutionising how India shops for jewellery, they’ve earned lakhs of consumers’ trust. Over the past year, the brand has grown its retail footprint by a whopping 75 per cent by adding additional stores, to expand their presence across 75+ cities.  Their first store was opened in 2018, in New Delhi’s Pacific Mall.

Speaking on the milestone, founder and CEO Gaurav Singh Kushwaha said, “Today is a momentous landmark that reinvigorates our belief in the vision BlueStone set out to capture. Evolving from pure-play digital to omnichannel, we now reach our audiences across over 170 nationwide stores, on our digital platforms, and with Try at Home services.” First launched in 2013, the brand was one of the early pioneers of at home shopping with Try at Home.

BlueStone is part of a burgeoning market where nearly 65 per cent of the market is dominated by standalone family jewellers, creating a large scope for the brand to make inroads into the certified and branded jewellery market. In 2022, the company set up a third manufacturing facility in Jaipur just as it clocked in a revenue growth of over 60 per cent for FY23. These events were on the heels of a $30 million funding round in March 2022, led by Sunil Kant Munjal and Hero Enterprises. On the scope of growth, Gaurav said, “I’m unwaveringly proud of the road we’ve paved so far. However, we’ve just scratched the surface of crafting designs for individualistic expressions of style. The path ahead is just as exciting and memorable as the one we’ve traversed!”

BlueStone has recently disrupted the concept of old gold exchange by launching the ‘Big Gold Upgrade,’ a campaign that aims to provide customers with the best possible value for their old gold while also allowing them to upgrade to any of the brand’s assortment of over 8000 modern, exquisite jewels. Customers can now exchange their old gold at any BlueStone store for a higher caratage value in the following bands: 18Kt old gold gets upgraded to 22Kt value, 22Kt to 24Kt.

The brand has also been at the frontiers of fashion with innovative category launches like watch jewellery, a subtle accessory for smartwatches. They periodically launch trendsetting collections like Colour Me Pop (featuring beaded jewellery), Toi et Moi (a reimagination of rings with twin-stone centrepieces), Rainforest (featuring various forms of enamel artistry) and Sheer (featuring jewellery with tri-dimensionally printed techniques).

Mumbai: Ashok Leyland, the Indian flagship of the Hinduja Group and country’s leading commercial vehicle manufacturer, commenced the ‘Dream Drive’ from Bengaluru as part of its 75th-year anniversary celebrations. The drive is an expedition to various cities and dealerships across India, culminating at the company’s manufacturing plants across the nation. Ten vehicles will be traversing the length and breadth of the country on five different routes.

Starting from Bengaluru, Mumbai, Leh, Kolkata, and Dibrugarh, the drive will travel through key locations around the country. The Bengaluru to Ennore drive was flagged off today and the other four ‘Dream Drives’ – Mumbai to Alwar, Leh to Pantnagar, Kolkata to Hosur, and Dibrugarh to Bhandara will follow in quick succession.The drive aims to celebrate the company’s enduring relationship with the nation in many dimensions.

Along the way, Ashok Leyland will engage with its extensive network of dealerships, a direct connection with its valued customers and gather insights from the years of experience of the Commercial Vehicle ecosystem.

Ashok Leyland executive chairman Dheeraj Hinduja said, “Today, as we embark on the ‘Dream Drive’ to mark the momentous 75th Year Anniversary Celebrations of Ashok Leyland, we reflect upon the journey that has run parallel to the development of our Nation. The ‘Dream Drive’ represents our renewed pledge to further shape the future of the CV Industry to support India’s economic development for years to come”.

Ashok Leyland, MD and CEO, Shenu Agarwal said, “As we commemorate our 75th anniversary, we are grateful to all of our customers, employees, and partners who have been an integral part of our journey. The ‘Dream Drive’ is a unique opportunity for us to connect with them personally, and express our gratitude for their unwavering support, and association for seven and a half decades of nation-building.”

Mumbai: On 19 July, The Belgian Waffle Co, India’s largest waffle brand, joyously celebrated the National Waffle Day, an initiative they introduced to India. Marking the same, the brand launched a captivating campaign that left waffle enthusiasts in pure bliss, making it an unforgettable and a heart-warming event. Over the years, the brand has been organizing an extraordinary waffle extravaganza across various regions in India, and this year’s celebration reached new heights of excitement and delight.

The three-phased campaign with a theme of #GetWaffling conceptualised by SoCheers, an independently-led creative digital advertising agency, commenced with an intriguing teaser phase, skilfully generating buzz across digital platforms, and outdoors, building anticipation for the grand event on 19 July. True to their tradition, the brand offered delectable waffles at a mere Rs 100, enhancing the excitement and engaging their audience on social media with clever throwbacks to the previous year’s celebration.

To further establish the importance of the day, the brand took to their digital to unveil how people began conjuring up creative and humorous excuses to secure a day off from colleges and workplaces on that day. This further piqued curiosity and amplified the campaign’s resonance among the target audiences. This thought of ‘giving excuses’ was taken alive across different campaign activities like influencers on Social Media and RJs  on Radio, which helped in creating a consistent tone of voice for the campaign. Not, only this, but the brand’s employees too went on to their LinkedIn to post about excusing themselves from work on 19 July.

As the campaign momentum grew, The Belgian Waffle Co, seamlessly shifted the focus to the number ‘100’ to emphasise the offering of ‘any waffle at Rs 100’. A captivating Instagram video featuring a girl humorously encountering the number ‘100’ everywhere, further urged viewers to indulge in delicious waffles for just Rs. 100 on 19 July.

Taking the excitement to new heights, the brand created another video of a helicopter soaring above the breath-taking Mumbai skyline, displaying a banner highlighting the incredible offer. The share-worthy content pieces instantly hit a chord with brand’s GenZ target group and created a lot of conversations on social media. 

And, all of this resulted into humongous success for the brand and made people literally queue-up outside the stores despite a heavy downpour in many cities, simply to relish their favourite waffles. The brand and agency left no stone unturned, resulting in a remarkable spike of 12K followers within a single day and an astonishing surge in sales, reaching an impressive three lakh plus footfalls across 434 active stores PAN India in just 1 day.

The Belgian Waffle Co executive director and CEO Ankit Patel shared his joy, stating, “We are overwhelmed by the heart-warming response to our National Waffle Day campaign, and it brings us immense joy to see how people relish our waffles with such enthusiasm even in extreme weather conditions. It’s a true testimony of our brand the product quality and our ability to deliver a superior product experience at scale through meticulous planning and exceptional execution. Driven by innovation and an intuitive understanding of consumer preferences, we have always embraced modern trends and digital marketing, effortlessly connecting with a new generation of food enthusiasts, particularly the vibrant and tech-savvy GenZ audience. And, the National Waffle Day campaign stands as a testament to the brand’s ability to create not just products, but genuine and shareable experiences that forge lasting memories.”

SoCheers head of digital marketing Rajni Daswani enthusiastically shared, “Titled, the #GetWaffling the campaign has exceeded all expectations, transcending the conventional boundaries of a product promotion to deliver an immersive experience. Witnessing the seamless conversion of digital engagement into tangible offline footfalls has been a great journey. The perfect synchronization of entertaining content that resonates with GenZ’s preferences, coupled with an irresistible offer, has proven to be a winning strategy, resulting in tremendous success for the brand.”

The National Waffle Day campaign proved to be a resounding triumph, embodying the spirit of unity, joy, and delectable indulgence as people across India celebrated the very essence of National Waffle Day on 19th of July. The Belgian Waffle Co along with SoCheers not only marked the occasion but also left an indelible mark in the hearts of waffle enthusiasts, promising even more delightful surprises in the years to come.

Mumbai: Akihi, a homegrown, luxury skincare brand dedicated to providing high-quality, skin care products that are accessible to all, has announced the latest launch of its Shun the Sun sunscreen.  Akihi’s sunscreen is a revolutionary addition to its product line which is designed to provide effective UVA and UVB protection.

Say goodbye to the white residue left by other sunscreens as Akihi’s Shun the Sun comes in with zero white casting effect. Unlike conventional sunscreens, it is free from harmful chemicals, making it gentle on the skin, and has exceptional texture and spreadability for effortless application. The advanced sunscreen combines Zinc oxide and Octinoxate as active ingredients to shield the skin from harmful sun rays making people confidently enjoy their time outdoors.

On adding the new product to the brand’s product portfolio, Akihi co-Founder Tulsi Gosai said, “We are thrilled to introduce ‘Shun the Sun’ to the world and provide our customers with the unmatched protection against harmful UVA and UVB rays while using vegan and harmless ingredients. With this launch, our aim is to offer a product that gives people the confidence to walk in the sun without the fear of exposing their skin to harmful sun rays. It’s a testament to our belief that everyone deserves access to high-quality, conscious skincare”.

Akihi’s Shun the Sun Sunscreen is formulated with antioxidant benefits, protecting the skin from environmental damage and premature aging. The Niacinamide in the sunscreen helps improve the skin’s overall appearance, promoting a healthy and radiant complexion.

“With our new launch, we want to challenge the norms of sunscreen formulations. Our sunscreen offers zero white cast, ensuring a seamless application without any visible residue. We want to make sun protection a delightful experience for our customers,” added Akihi co-founder Savita Sharma.

The product’s launch aligns perfectly with Akihi’s vision of creating accessible skincare that caters to diverse skin needs without compromising on quality or ethics. Akihi’s Shun the Sun is available at an introductory price of Rs 1099. Customers can buy the product directly from the Akihi website or from Amazon.

Experience the best in sun protection with Akihi’s Shun the Sun and embrace the outdoors with confidence and a radiant glow, knowing your skin is well-protected and cared for.

Mumbai: Viacom18 and Pernod Ricard India in partnership with Wavemaker India, are delighted to announce yet another extraordinary collaboration for their groundbreaking music intellectual property, ‘Royal Stag Packaged Drinking Water Boombox’. This innovative venture signifies the fusion of two distinct genres, Bollywood melodies and Hip Hop, resulting in a one-of-a-kind musical experience that is poised to captivate audiences nationwide. The ‘Royal Stag Boombox Originals’ initiative progresses to its next phase with the highly anticipated release of four original music videos featuring renowned artists such as Jasleen Royal, Dino James, Nikhita Gandhi, Bali, Neeti Mohan, EPR, Amit Trivedi, and SlowCheeta, promising an unparalleled blend of soulful melodies and vibrant rap.

Commenting on the association, Viacom18 head – branded content Vivek Mohan Sharma said, “We are thrilled to partner with Pernod Ricard India for ‘Royal Stag Packaged Drinking Water Boombox’ and the talented artists in this groundbreaking launch of a one-of-its-kind music IP. At Viacom18, we believe in the power of engaging and impactful associations that add tremendous value to our brand partners. This collaboration allows us to leverage our deep understanding of music, extensive network and platforms, ensuring widespread reach and engagement for this unique experience. Together, we aim to create a new benchmark in the music industry and provide audiences with a unique and unforgettable musical journey.”

Commenting on the same, Wavemaker India chief client officer & office head – North & East Mansi Datta said, “We are thrilled to have activated Boombox, one-of-a-kind musical IP for our client Pernod Ricard. We fused Hip Hop & Melody to make the youth of India groove and vibe. In this endeavour we joined hands with Viacom and got the biggest names of Music to create originals that truly connect with Generation Large for the brand. I believe this collaboration marks the beginning of a new era to celebrate Music in a whole different light and create newer avenues for budding talents.”

Music has always played a crucial role in engaging consumers for the brand, and Viacom18 is committed to delivering profoundly impactful experiences. As a platform, Viacom18 fosters innovation rather than conforming to trends, encouraging aspiring talents to make a lasting impression. Viacom18, a trailblazer in the music industry, is poised to deliver an exceptional and indelible musical experience for the listeners set in motion by Royal Stag. This collaboration signifies a shared vision of pushing creative boundaries and offering audiences a unique and immersive musical experience in a phygital format. Viacom18 in partnership with Pernod Ricard, aims to reshape the music landscape and provide a dynamic platform for artists to showcase their exceptional talents with the introduction of the Royal Stag Packaged Drinking Water’s ‘Boombox’.

At the forefront of this extraordinary endeavour is a unique collaboration between Jasleen Royal, acclaimed for her soulful singing, and Dino James, a spunky rapper. Their combined talent and creativity in the music video titled “Pehle Jaisi Baat Nahi’ is set to deliver an unparalleled musical experience that will resonate with fans of both genres. This song delves into the challenges faced by a young couple in their relationship, their longing for a lost love, and the accompanying sense of nostalgia. As the first original music track emerges from this exciting collaboration, fans can look forward to experiencing many more magical fusion of Bollywood melodies and dynamic rap.

‘Hoodie’ – The year’s biggest party anthem will feature the ecstatic rapper Bali & party anthem queen Nikhita Gandhi. The pair will be seen swaying to the quirky lyrics of the new-age depiction of ‘boy meets girl’ in the energetic dance number.

‘Imtihaan’ is a beautifully crafted song that delves into the depths of an artist’s struggle with creative stagnation, vividly depicted through the poignant tale of separated lovers. EPR, the talented underground hustler, effortlessly weaves his poetic rap and rhythmic prowess, seeking to break free from the chains of artistic blockage. Adding an enchanting touch of nostalgia, Neeti Mohan’s soulful vocals intertwine with the melodies, reminiscing their old love and evoking a sense of wistful longing.

Amit Trivedi continues to break new ground by blending Desi melodies and Hip-Hop with the upcoming title ‘Mohabbat’ featuring SlowCheeta the old school rapper. Amit Trivedi plays the love guru by giving the track a Desi melody while persuading SlowCheeta, a hesitant newcomer to love freely and express without fear with a hint of Hip-Hop element.

The music videos will be exclusively available for streaming on MTV’s digital streaming platform – KaanPhod Music and Royal Stag Live It Large YouTube Channel. Listeners can also discover these tracks on popular audio platforms such as JioSaavn, Spotify, Apple Music, Hungama Music, Wynk Music, Resso, and Amazon Music.